2. JOSEPH SAAD PETE EVANS
Managing Director Renowned Chef
Weight Watchers Australasia and health advocate
You only have to switch on the television or open a newspaper to Food is my passion and my philosophy is simple – cook with love
understand that obesity is one of the greatest health issues facing and laughter. Ask any chef what the most rewarding part of the job is
the developed world today; more than half of all Aussies are either and I think it will be hearing that you have inspired someone to cook
overweight or obese.* and try your food at home.
The impact obesity has on our health, life-expectancy and quality Over the past few years I’ve observed some saddening trends; we’ve
of life is substantial; for the first time, the next generation will have a
swapped fresh for fast, quality for convenience and our knowledge
shorter life expectancy than the one that lived before them.** The
of food and cooking skills are in decline. With more technology
situation seems dire, but the good news is it’s entirely preventable.
in our lives we are becoming less active. Combine this with more
As a leader in weight management we want to take a bold stand demanding and stressful lifestyles and Australia is simply not giving
and help lead Australia to a healthier future. We are delighted to
food and mealtimes the respect they deserve.
announce the launch of Plate of our Nation; a social movement that
will put our attitudes to food and exercise under the microscope in a It’s time for us to take action and turn this around. Together with
bid to get our nation healthy again. contributions from a variety of experts from differing backgrounds
and approaches, I am delighted to lead the Weight Watchers’ Plate of
We are putting our experience and scientific research behind Plate
of our Nation to affect real change. This movement will begin with our Nation movement, to rally this country and positively influence
consumer research outlined in this summary report, giving a real this issue and the growing obesity epidemic in this country.
insight into our attitudes, beliefs and values in relation to the obesity
crisis. The research confirms how gradual changes in the way we
eat, move and live our lives, have crept up on us over the last fifty
years, however Australians are not completely aware of this.
Armed with this knowledge, we want to spark debate and
give Australians a voice on the nation’s future. We want
Aussies to throw their social weight – in other words use their
Facebook and twitter connections - and discuss the issue on
www.plateofournation.com.au. Everyone can have their say
because we truly believe that the public can collectively help us
create positive solutions and changes among Australian families
and homes.
This journey to a healthier future is just starting and we want
everyone to get involved.
* Australian Bureau of Statistics, Media Release: One in four Australian adults obese, May 2011
** Accelerating Progress in Obesity Prevention: Solving the Weight of the Nation Project, May 2012
PAG E 2
3. A B O U T T H E P L AT E O F O U R N AT I O N R E S E A R C H
In July 2012 Weight Watchers commissioned multi-layered research as part of the
Plate of our Nation movement.
More than 3,000 Australians* were questioned on everything from mealtimes. Most worryingly, it is the younger generation who is most
food choices and knowledge, cooking skills, body image, activity at risk.
levels, generational differences, impact of technology, work and This report marks out four key issues uncovered by the research:
lifestyle, together with the many other factors that have contributed
to this obesity issue. 1. Impact of Obesity: Australia’s lack of recognition of the
reality of the obesity issue
For this unique and rigorous research piece, we consulted with,
and received analysis and interpretation from a number of relevant 2. 21st Century Lifestyle: Australians are busier than ever
experts: before, but increasingly sedentary. The basic equation of
energy in, energy out isn’t adding up
• Pete Evans, Renowned Chef and health advocate
3. Food Values: Australians know what they eat affects their
• Martha Lourey-Bird, Exercise Scientist
health, but many simply do not realise the importance of
• Anna Peeters, President, Obesity & Population Health Expert,
how they eat
Baker IDI
• Emma Stirling, APD and Weight Watchers Nutrition Advisor 4. Cooking Skills: The knowledge of food and appreciation for
cooking is fast disappearing
• Dr Cindy Nour, Clinical Psychologist
• Kathleen Alleaume, Independent Exercise Physiologist Weight Watchers is committed to helping all Australians reach
and Nutritionist a healthy weight range. With Plate of our Nation, the aim is to
• Tara Diversi, Behavioural Change Expert complement and build on recent Government efforts to encourage
our nation to make healthy lifestyle choices.
• Jeff Lack, Stylist and Fashion Expert
• Philip Cox, Architect
• Joy Evans, Pete Evans’ mum
The findings of the Weight Watchers Plate of our Nation research
are undeniable. We know that the nation’s obesity problem has not
happened overnight, it is something that has slowly deteriorated,
with subtle changes in Australia’s everyday habits and behaviours. * Weight Watchers has grouped the 3,130 Australian surveyed into generations.
A steady increase in the size of plates, the amount of hours per day These are outlined as:
• Generation Z – those Australians born from the 1990s onwards
spent being active and the fact that technology is all-pervading,
• Generation X&Y – those Australians born between 1960 and 1990
has led to a society that is largely sedentary, and one that has lost • Baby Boomers – those Australians born between 1940 and 1960
touch with the value of fresh food and the importance of savouring • Silent Generation – those Australians born between 1920 and 1940
PAG E 3
4. I M PA C T O F O B E S I T Y
The majority of Australians are obese 72% believe being overweight is the fault of the individual and only
12% believe the Government should take responsibility.
and overweight, but oblivious to the reality
Australian healthcare and medical professionals also continue to
of the issue. voice their concern with regards to the levels of obesity in Australia,
Worldwide obesity has more than doubled since 1980 and more as the effects of obesity are not just limited to the impact on the
than 1.4 billion adults globally are overweight.* In Australia, 61% of body. Several studies have found excess weight to be linked with
adults are either overweight or obese.** depression and other measures of psychological distress. In fact,
Obesity is an issue that is regularly discussed in the media, from why once a person reaches the 100kg mark, they begin to rate certain
it occurs to the effect on the individual, but only 49% of Australians lifestyle aspects - friends, travel, body image - as less important
are personally concerned about the obesity crisis. than those who are at a healthy weight.
Opinions on obesity seem to be split by generation. One in five of
Generation Z believe that being overweight is unavoidable while
38% believe seeing overweight people on TV makes it seem normal.
In addition, 38% believe the Government should take responsibility
for the obesity crisis.
* World Health Organisation, Overweight and Obesity Key Fact Sheet, May 2012
The Silent Generation is more vocal on the issue of obesity; over three
** Australian Bureau of Statistics, Media Release: One in four Australian adults
quarters view obesity as a critical issue for Australia. Interestingly, obese,May 2011
“The effect of obesity can be quite profound and people can often become
depressed and experience low self esteem, which can lead to disengaging
from others and rating friendships as not so important.”
Dr Cindy Nour, Clinical Psychologist
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5. What is Australia’s current weight?
4% 13% 19% 21% 17% 12% 6% 9%
70-79kgs
50-59kgs 60-69kgs 80-89kgs 90-99kgs Over 110kgs
Less than 50kgs 100-109kgs
Base: Australian Population, n=3,130
How important is health, Importance in Life
weight and body image to Australia?
Total Australia Over 100kgs
FRIENDS
52% 43%
EDUCATION
51% 46%
Weight Health Body Image TRAVEL
30% 25%
42% 74% 28%
Base: Australian Population, n=3,130
Gen Z n=536, Gen x &Y n=1,212, Baby Boomers n=1,147, Silent Gen n=235
BODY IMAGE
28% 18%
LATEST
TECHNOLOGY 19% 15%
Base: Australian Population, n=3,130 Weight over 100kgs n=480
6. T H E 2 1 ST C E N T U R Y L I F E S T Y L E
A lack of knowledge on health and exercise and living a far less active lifestyle is affecting
Australia’s health.
The life of the average Australian in the 21st Century has become increasingly sedentary. On any given day, only one in three Australians
do some form of exercise. This is compared to more than eight in 10 Australians who had time to watch television or use the Internet or a
computer.
Australians seem to have forgotten one of life’s basic equations, Compounding this problem is high kilojoule food, which is much
balancing healthy nutritious food, including plenty of fresh fruit more readily available then fifty years ago. What was once viewed
and vegetables, together with physical activity. Instead the nation as a treat is now available in any convenience store.
is over fuelling and underusing their energies, all contributing This could explain why 71% claim to eat for pleasure rather than for
to an unhealthy lifestyle. In fact, only one in four Australians eat survival and just under three quarters of Australians eat treats on a
because they are hungry while 43% will continue eating until they weekly basis.
are overfull.
Today technology does so much for us at work and at home. The
result is that Australians spend more time sitting. This is in direct
comparison to older generations who used to burn off energy
throughout the day including walking to work or hand washing
clothes. Even with obesity at alarming levels it is clear Australians
do not understand what it takes to burn off energy in today’s
“Less than half of Australians are
society. Only 15% of the day is spent being active with almost one
in five Australians saying they have no motivation to exercise and as active as they should be and
another one in five saying they are just too lazy. what we really need to appreciate
is that food is fuel and it is there to
be used.”
Martha Lourey-Bird, Exercise Scientist
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7. 43%
OF AUSTRALIANS WILL
C ONTINUE TO EAT UNTIL
THEY ARE OVERF ULL
O N AN AV E R AGE
85% OF THE DAY, O N LY 3 7 % O F
A U S TR AL IA N S
TY PIC AL DAY IS E X E RC IS E
C O M PAR E D TO 86 %
SP E NT INAC T IVE WH O WATC H TV
How many minutes of exercise does it take to burn off the kilojoules in these foods?
69.1 66.7 53.9 66.0 37.0
Perception
mins mins mins mins mins
Reality
120 60 150 130 120
mins mins mins mins mins
Snickers Bar Can of Coke 2 glasses of wine Sausage roll Handful of peanuts
Reality figures denote actual time taken to burn off. Actual time calculated using Weight Watchers ProPoints and how many minutes of vigorous walking it takes to
earn the same amount of ProPoints
What do Australians eat for pleasure?
CHOCOLATE
74% SOFT DRINK
36% PANCAKES
21%
CHIPS
52% CHEESE
33% POPCORN
20%
BISCUITS
47% NUTS
33% CURED MEATS
15%
LOLLIES
38% CRACKERS
24%
Base: Australian Population, n=3,130, Gen Z n=536, Gen x &Y n=1,212, Baby Boomers n=1,147, Silent Gen n=23
What are the main reasons Australians do not exercise more often?
4% 22% 5% 23%
12%
Too overweight Don’t enjoy it I’m too lazy I’m too stressed No motivation
Base: Australian Population, n=3,130
8. F O O D VA L U E S
Australia’s value of food is diminishing. Australians know what they eat affects their
health, but many simply do not realise the importance of how they eat.
The nation’s obesity problem didn’t happen overnight and one of the The cost of living is also impacting value of food with Australians
key changes over the past 50 years is the size of Australia’s meals. choosing quantity over quality with 55% believing that it is more
Not only have plate sizes increased by 30%, but 42% of Australians expensive to buy healthier food.
also believe serving sizes were smaller growing up. Combine this with Australia’s busy 21st Century lifestyles distracting
While increased portion sizes are not the sole contributor to the country from enjoying meals and the relative worth of food is
Australia’s obesity issue, large quantities of food have distorted the vanishing fast. Three quarters of Australians do something else
nation’s perception of what a typical meal or snack is supposed to while they eat, such as reading, texting or working. In fact, the
look like. What is interesting is that 77% of Australians still finish nation is eating fewer meals at the dinner table. As children, 99% of
everything on their plates but 84% do not see the link between the Silent Generation ate dinner at the table, now only 52% of Generation
increase in portion size and gaining weight. Z does. Worryingly, 33% of Australians even eat dinner on the sofa
and one in ten of Generation Z eat dinner in the bedroom.
“With so much focus on size
meaning ‘value’, we’ve entered a
dangerous cycle. Plate size has now
taken control of our rising culture of
eating out and the idea of a normal
serving size is no longer there.”
Kathleen Alleaume, Independent Exercise
Physiologist and Nutritionist
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9. 29% How many have vegetables in their
evening meal eaten at home?
O F G EN Z EATS
BREAK FAST
AFTER Gen Z
VS Slient Generation
9:00 OR LATER
AM
27% 48%
Base: Australian Population, n=3,130 Gen Z n=536 Base:Australian Population, n=3,130 Gen Z n=536, Silent Gen n=235
What proportion of food is normally on Australia’s dinner plate?
Meat, fish, poultry,
Breads, cerals, rice, other seafood and eggs
pasta, noodles
32%
19.8% GE N E R ATIO N Z
E AT TH E L E AS T
V E GE TAB L E S
(3 0.8% ) A N D TH E
4.3% M O S T C AR BS
Fruit
(23 .9 % )
6.1%
37.9%
Vegetables Dairy (milk, yogurt,
cheese etc.)
Base: Australian Population, n=3,130
What else do Australians typically do while eating dinner?
13% 56% 6% 3%
Watch TV with Watch TV with Look at phone - using Look at iPad/tablet
full attention some attention facebook, sending device - watching
text messages video or reading
articles
Base: Australian Population, n=3,130
10. COOKING SKILLS
Australia’s knowledge of food and appreciation for cooking is disappearing fast.
Australia’s busy lifestyles are making what to eat and cook less of a priority, especially for the younger generation. Although over half of the
nation cooks dinner at home up to five nights a week, 47% of Australians agree that young people do not know how to cook.
Twenty-five percent of Generation Z agree they do not cook because While the nation understands that healthy food can be delicious,
they don’t know how to. While 22% cites time as a key issue, 59% know cooking and eating healthier food takes planning. The
whether they arrive home too late or believe that cooking is too generational divide is also clear when it comes to fresh ingredients;
time consuming. Interestingly, 21% simply believe cooking is an 40% of the Silent Generation will use fresh ingredients on a daily
unpleasant task. basis compared to only 20% of Generation Z. In reality 66% of
The appreciation for cooking has traditionally been passed down Generation Z will use pre-prepared ingredients at home more often
from one family member to another, with cooking playing a central than any other generation.
role in the home. Teaching the nation how to create cooking There is less inclination to use fresh ingredients in every day meals,
and eating routines that focus on a variety of healthy and fresh and Australia’s general knowledge about nutritious and fresh
ingredients is still critical. However, 48% of the country does not feel foods has declined. A quarter of Australians do not know where a
confident about teaching others about healthy foods. pumpkin is grown, only 65% of Australia can identify a leek and 20%
Interestingly while only 18% of Australians say media and advertising of Generation Z incorrectly named a zucchini a cucumber.
influences them on what they eat, the rise in popularity of cooking
and healthy eating shows suggests otherwise. Cooking shows like
My Kitchen Rules have helped the country re-ignite its passion “The key to good nutrition is
for cooking and aids in the education of healthy eating. It seems,
however, Australians are still lacking in hands-on experience.
knowledge. A lack of knowledge
means a lack of confidence. And
if we’re not confident about what
we’re cooking then we won’t prepare
nutritious food for ourselves or our
kids.”
Kathleen Alleaume, Independent Exercise
Physiologist and Nutritionist
PAG E 1 0
11. Why does Generation Z not cook/not cook more often?
19% 17%
13% I’m busy with
13% 11%
after-school I don’t know
I arrive home activities/I have how to cook It’s too time I don’t know
too late social plans many meals consuming how to cook
Base: Gen Z n=536
How much influence does each of the following
have on what Australians eat today?
26% 18% 59%
O F GE NE RATIO N Z
YOUR PARENTS COOKING SHOWS CO NS IDE R HE ATING
+ The media + Advertising CHICKE N NUGGE TS
TO BE CO O KING
Base: Australian Population, n=3,130
51%
O F GE N ER AT I O N Z C O N S I D ER
P R EPA R I N G T W O M I N U T E
NOODLES COOKING
U P TO
23%
OF GEN Z BE L IE V E S H E ALTH Y
FOOD IS N OT A S DE L IC IO U S AS
LESS H E A LTH Y F O O D.
Base: Australian Population, n=3,130 Gen Z n=536